CICRMA Chartered Institute of Customer Relationship Management Africa Student Handbook The Chartered Institute Of Customer Relationship Management (Africa) N0. 6, Sims Road Mount Pleasant, Harare Zimbabwe Tel: 263 (0) 772 515 162 E-Mail: info@cicrma Website: www.cicrma.com 1
Acknowledgements The inspiration and guidance from the Institute of Customer Relationship Management. 2
Table Of Contents Section Description Page 1 The Institute 4 2 Institute Objectives 6 3 Training Programmes 7 4 Main Thrust of CICRMA Qualifications 7 5 Course Structure 8 6 Life Long Learning 11 7 Agreement With Other Institutions 11 8 CICRMA Qualifications & Progression 12 9 Academic Calendar & Examinations 13 10 Study Methods 15 11 Entry Requirements 16 3
1. The Institute 1.1 Name Chartered Institute Of Customer Relationship Management (Africa) abbreviated as CICRMA. 1.2 Legal Status CICRMA is wholly owned by CEE-TEE Business Consultants 1.3 Vision And Mission The Institute s vision To promote professional excellence in customer relationships. The Institute s mission To establish, train, maintain, promote, research and set standards in the practice of customer relationship management. 1.4 Core Values Our activities are guided by the following core values: Professionalism Credibility Honesty Good Corporate Citizen Customer Intimacy 1.5 Location The Chartered Institute of Customer Relationship Management (Africa) is located in Zimbabwe at Number 6, Sims Road, Mount Pleasant, Harare. 1.6 What is CICRMA? CICRMA (pronounced SEKMA) is a Professional Membership and Examination Board which provides qualifications in the area of Customer Relationship Management. 1.7 Background In the new economy, customer service is increasingly becoming a strategic imperative as organizations strive for relevance in their chosen sectors. Integrated customer service systems have taken centre stage. Professionals working within customer-focused businesses need to keep pace and be well informed with changes taking place in the 4
customer s environment including the latest service techniques. From small customer service departments to large call centers, the importance of developing a valued relationship with customers via a Customer Service Management System is an essential foundation of long-term business success and growth. Customer Service Managers come from different backgrounds but unlike other professions, such as Accounting, there has been no formal industry body recognition. Anyone may call themselves a customer service manager but few have any qualification other than experience to prepare them for the role. Despite job titles such as customer service director, customer relationship manager, call center manager, manager - customer experience, and consumer relations manager, few people holding these positions have any customer service qualifications. They come from diverse backgrounds - some have undergraduate degrees from a wide variety of disciplines, others have completed more generalized post graduate study such as Masters degrees. A significant component of Africa's customer service managers and professionals have no formal qualifications instead gaining considerable experience at a variety of levels in the organization before working their way up 'through the ranks. Professionals in other roles study their chosen discipline and then are recognized by their professional associations. For example, despite studying a recognized accounting degree, an accountant is not 'Certified' or 'Chartered' until they have passed all the professional examinations of the Association of Certified Chartered Accountants (ACCA) and worked through their professional body's course requirements. The CICRMA believes it is time organizations across the globe give customer service the importance it deserves. 1.8 Chartered Customer Service Professional The Chartered Institute of Customer Relationship Management Africa will work with customer-focused organizations to develop, train, assess and certify students leading to the "Chartered Customer Service Professional" designation. Organisations in both the private and public sector must insist on employing qualified customer service personnel. CICRMA supports the professional capability of customer service practitioners through the gaining of qualifications and the continuing professional development program. Approval The Chartered Institute of Customer Relationship Management Africa (CICRMA) is registered with the Ministry of Higher and Tertiary Education (Zimbabwe). 5
2. CICRMA Aims And Objectives 1. To develop and teach the art and science of best practices in Customer Relationship Management as a profession, industry, academic, discipline and distinct field of study and knowledge. 2. To provide facilities for interested persons and members of the institute to meet and discuss pertinent issues on Customer Relationship Management. 3. To initiate and teach the art of understanding of the multimedia environment so as to create techniques for data based customer acquisition, relation and reclamation. 4. To develop and teach skills in problem solving and management procedures in business practice and technology in Customer Relationship Management. 5. To introduce method of acquiring highly skilled practitioners in the policies, procedure and principle of Customer Relationship Management. 6. To develop leadership skills in becoming counsel in areas of customer relationship loyalty, customer acquisition, retention and reclamation. 7. To carry on the business of global resource organization that assists organization with improving the delivery of customer care, focus on issues found in the customer service, consumer Affairs, Tele-services and Help desk professions. 8. To conduct and monitor research on customer care issues, identifies emerging treads, organizes forums and workshop, publishes the CRM magazine and offers satisfaction measurement programs and consulting service that can enhance customer loyalty. 9. To design methodologies for employees with the information they need, to know their customer wants and needs, and build relationships between the company and its customers with tools that help business manage customer relationships in an organized way. 10. To built a comprehensive customer relationship management consulting practices that utilizes a global network of academic and practitioners expertise across a broad spectrum of customer relationship management and for clients to appreciate cutting- edge solution grounded in rigorous yet relevant thinking from high level corporate strategy to mid level management, to front line customer interface operations. 3. Our Training Programmes: The Institute offer skills enhancement programmes across Africa on Customer Service and Relationship Management. The training programmes are sub-divided into four categories as follows: i. Customised In-House Training Programmes: these are conducted based on customer requests. The key is to tailor the training to the client s request. ii. General Training Programmes: these are conducted for the general membership of the Institute. This is designed to continuously develop the skills of our members. All members are encouraged to attend at least one Programme per year. 6
iii. Professional Qualifications: designed to meet the identified needs of a large number of Customer Care/Service Managers and Supervisors in business, industry and administrative organizations. - Certificate In Customer Service - CICRMA Qualification (the core of our professional qualification that leads one to the CCSP status) iv. Part Time Executive Development Programme: at postgraduate diploma levels namely: PGD in Customer Relationship Management to meet the academic and professional needs and development of large number of Customer Service and Relationship Managers. These programs are designed to recognise and ensure the ongoing maintenance of professional competence in customer relationship management. CICRMA seminars provide professional development opportunities that enhance a participant s knowledge and skills making them not only effective in their jobs but competitive on the job market. 4. Main Thrust of CICRMA Qualifications 4.1 Functions Holders of the CICRMA qualification will be involved in a wide range of marketing functions. These include the following: 4.1.1 Calculating Returns On Customer Relationships 4.1.2 Predicting customer behaviour 4.1.3 Creating a Customer Service Delivery System 4.1.4 Creating and managing customer value 4.1.5 Managing the Customer Service Function with distinction 4.1.6 Customer demand forecasting and measurement 4.1.7 Developing appropriate customer relationship management strategies 4.1.8 Key account management 4.1.9 Driving the sales process 4.1.10 Designing Customer acquisition and retention strategies 4.1.11 Customer and company profitability measurements 4.2 Career Prospects Graduates of CICRMA will hold high positions in both the public and private sector as Customer Service Directors/ Managers; Sales and Marketing Directors/ Managers, Customer Service Consultants, Media and Advertising Managers, Data Analysts, Relationship Managers, Key Account Managers. Career opportunities are found across sectors such as Services, Telecommunications, Banking, Finance, 7
Insurance, Healthcare, Sports, Retail, Manufacturing, Government, Education and Non-Governmental Organisations. 5. The Qualifications 5.1 Certificate In Customer Service Admission Requirements At least 5 Ordinary Level passes including English and Mathematics with at least three years working experience NOTE: Students who are over the age of 25 years old but do not meet the above entry requirements must fill in and submit a Mature Entry Application together with the necessary documentation. Subject Description Code Marketing Principles CICS101 Business Statistics CICS102 Basic Accounting CICS103 Business Information Systems CICS104 Entrepreneurship and New Venture Creation CICS105 Business Ethics CICS106 Introduction to Psychology CICS107 Principles of Customer Care CICS108 Customer Communication CICS109 Customer and Consumer Rights CICS110 5.2 CICRMA Qualification Entry Qualification: At least 2 Advanced Level Subjects Part One Subject Description Code Relationship Marketing Management CICR101 Principles of Customer Service CICR102 Integrated Marketing Communications CICR103 Business Ethics CICR104 8
Customer Relationship Management Principles CICR105 Managing Customers Information System CICR106 Customer Relationship Management Technology CICR107 Financial Management CICR108 Customer Service Management CICR109 Predictive Analytics CICR110 Part Two Admission Requirements Entry to Part Two will be considered for students who have passed Part One courses and meet the following requirements: - obtained at least 24 Points from 10 subjects - obtained at least Grade C in all subjects Customer Management Techniques CICR201 Marketing Research CICR202 Professional Selling CICR203 Call Centre and Multi-media Technology CICR204 Quality Assurance and Control CICR205 Attachment/ On The Job Training CICR206 Part Three Admission Requirements Entry to Part Three will be considered for students who have passed Part Two courses and meet the following requirements: - obtained at least 24 Points from all subjects including attachment - obtained at least Grade C in all subjects Customer Relationship Project Management CICR301 Strategic Customer Management CICR302 Customer Service Marketing CICR303 Business Policy and Management CICR304 Global Marketing Management CICR305 3 x Electives 9
Political Marketing CICR306 Sports and Entertainment Marketing CICR307 Healthcare Marketing CICR308 Financial Services Marketing CICR309 Tourism and Hospitality Marketing CICR310 Rural and Agricultural Marketing CICR311 Retail Marketing CICR312 Services Marketing CICR313 Research project CICR314 Award of The Full CICRMA Qualification - Satisfied requirements of Part One, Two and Three - Obtained at least 72 points from 30 subjects - Obtained at least Grade C in all subjects 5.3 Post- Graduate Diploma In Customer Relationship Management Admission Requirements: Students with similar professional qualifications or degrees from recognized universities can register for this programme. Subject Description Code Relationship Marketing Management PDCRM101 Customer Communications PDCRM102 Customer Service Management PDCRM103 Customer Relationship Management PDCRM104 Managing Customers Information System PDCRM105 Predictive Analytics PDCRM201 Quality Assurance and Control PDCRM202 Customer Relationship Project Management PDCRM203 Strategic Customer Management PDRCM204 Customer Service Marketing PDCRM205 Research Project PDCRM301 Award of the Full CICRMA PGD In Customer Relationship Management - obtained at least 24 Points from 10 subjects - obtained at least Grade C in all subjects in the PGD 10
- obtained at least 10 points from the Dissertation The following rules apply: - an A (Distinction) is awarded 6 points - a B (Credit) awarded 4 points - a C ( Pass) is awarded 2 points - a D (Marginal Pass) is awarded 0 points The Dissertation will be awarded points as follows: - an A (Distinction) is awarded 30 points - a B (Credit) awarded 20 points - a C (Pass) awarded 10 points - a D (Marginal Pass) is awarded 0 points Examination Grades Grade A - Distinction 75% and above Grade B - Credit 60% to 74% Grade C - Pass 50% to 59% Grade D - Marginal Pass 40% to 49% Grade F - Fail 39% and under 6. Learning, Teaching and Assessment Strategy Learning takes place on a number of levels through lectures, class discussion including problem review and analysis. Formal lectures provide a foundation of information on which the student builds through directed learning and self managed learning outside of the class. Students are actively encouraged to form study groups to discuss course material which fosters a greater depth learning experience. DI PLOMA IN CUSTOMER SERVICES 7. Life Long Learning The Chartered Institute of Customer Relationship Management Africa will be providing support and guidance for life long learning in a number of African countries. Delivery of CICRMA courses will take place at selected institutions across Africa and beyond. CICRMA is committed to providing high quality global education, training and consulting services which raise performance standards for business, encourage lifetime learning and provide professional status for individuals. 11
Working in close partnership with commerce, government, education providers, international development agencies and its own professional membership, CICRMA will built an enviable reputation for excellence based on global standards and integrity. 8. Agreement with other Institutions The Institute wishes to be recognised as an internationally consistent examining and certifying body. To this end, formal partnership arrangements with respected Institutions involved in Customer Relationship Management training shall be made. This will (for example) enable our graduates to have direct access undergraduate and post-graduate studies at Universities. For instance, subject to status and grades obtained, students holding CICRMA qualifications must be accepted onto undergraduate and post-graduate degree programmes offered by institutions in Europe, Central America, South East Asia and Africa. 9. CICRMA Qualifications and Progression 9.1 Certificate Of Customer Service Entry to the Certificate Of Customer Service requires completion of secondary education or equivalent as specified on each course syllabus. Certificate Of Customer Service holders should be able to display competence in the application of knowledge in the performance of a range of varied work activities, some of which may be routine and predictable with some being complex or non-routine. Learning at this level involves obtaining knowledge and skills appropriate for people working semi-independently, or receiving basic supervision and training from others in their field of work. Students should begin to develop a degree of individual responsibility or autonomy in their study as well as the ability to collaborate with others, perhaps through membership of work groups or teams. 9.2 CICRMA Part One Qualification Entry to the CICRMA Part One Qualification requires completion of Advanced Level or equivalent programme of study. CICRMA Part One Qualification holders should be able to display competence in the application of knowledge in a broad range of varied work activities performed in a wide variety of contexts, most of which are complex and non-routine. 12
Learning at this level involves obtaining detailed knowledge and skills and is appropriate for people working independently, or providing basic supervision and training of others in their field of work and people wishing to go to university. 9.3 CICRMA Part Two & Three Qualification Students persuing CICRMA Part Two Qualification should demonstrate the ability to increase their depth of knowledge and understanding of an area of work or study to enable them to formulate solutions and responses to complex customer problems and situations. Qualifications such as this are appropriate for people working as higher grade supervisors, professionals or managers who need to demonstrate high levels of knowledge, a high level of work expertise in job roles and competence in managing and training others. Learning at this level is appropriate for people working in technical and professional jobs, and/or managing and developing others. 9.4 Post Graduate Diploma In CRM Students at this level study highly developed and complex levels of knowledge which enables the development of in-depth and original responses to complicated and unpredictable problems and situations. Learning at this level involves the demonstration of high level specialist professional knowledge and is appropriate for senior professionals and managers. Indicative competencies involve the application of a range of fundamental principles across a wide and often unpredictable variety of contexts as well as the ability to perform technical or professional work activities in a variety of contexts with a substantial degree of personal responsibility and autonomy. A qualification at this level is appropriate for people working as knowledge-based professionals or in professional management positions. 10. Academic Calendar & Examinations 10.1 Examinations The three-hour written examinations are held twice a year (April and November). The Institute manages the entire examination process, from its external centres around the world, to invigilation and marking. Full details of Exam dates are sent to CICRMA Approved Centres. 13
Candidates must be registered and paid-up members of the Institute at the time they undertake the examinations. Exam papers are securely distributed to centres and scripts are graded by CICRMA appointed markers. Your Membership ID Card will be accepted for identification purposes at the Examination venues. 10.2 Before the Examination There is no limit to the number of subjects candidates may enter for, but it is recommended that you sit not more than five subjects at one session. Do not enter for subjects whose dates clash, as the Examination Timetable cannot be rescheduled. A notification slip will be sent to all candidates approximately two weeks before the examinations. You must take this notification slip and identification to every examination you sit. 10.3 Conduct During Examinations Candidates are NOT allowed to use mobile phones or similar devices for any communication during the examination. Mobile phones or similar devices must NOT be used as calculators. Such use will result in the cancellation of ALL scripts from that examination session. Candidates are NOT allowed to take to an examination desk; books, date tables, notes, paper, blotting paper, dictionaries (including bi-lingual or electronic) or any other written material (even if it does not relate to the examination being sat), EXCEPT where a candidate is taking a Case Study examination where text books and notes are allowed and this is stated on the question paper. The possession of such material during the examination will result in: (i) the immediate expulsion of the candidate from the examination (ii) the cancellation of all scripts from that examination session; (iii) the incident being reported to 10.4 Examination Closing Dates Candidates entering for examinations must ensure that their completed examination entry forms and fees reach the Institute at least four weeks before the date of the examinations. Examination timetables indicate the closing date for receipt of entries for each sitting. 10.5 Examination Results These are distributed within Four weeks after each examination diet. Please do not call for results as we can not disclose confidential information over the phone. 10.6 After the Examination 14
On successful completion of the final examinations, the appropriate award certificate will be dispatched to the successful candidate as soon as possible. 10.7 Replacement Certificates Award certificates are sent separately to successful candidates shortly after the examination results. Candidates should allow one month from release of results to receive their award. Certificates not received! CICRMA can issue replacement certificates if the originals have been lost and/or damaged in transit, or have been stolen. 10.8 Subject Exemptions Students holding relevant recognised qualifications from other professional bodies may apply for exemptions on a subject-for-subject basis. 11. Study Methods Your Teaching Centre will be provided with a detailed syllabus and reading list for each subject area. Each subject syllabus clearly defines the areas that you will be required to cover for each subject and your examination questions will be based on the areas and topics detailed for each subject. It is important to ensure that you obtain a copy of each subject syllabus at the time of registration. Each subject syllabus is normally linked to one main textbook and the examiners base their questions on the contents of the nominated text. The subject syllabuses also give details of 'Alternative Texts' and texts recommended for further reading. Where possible you should read one or more of the 'Alternative Texts' in order to broaden your knowledge of the subject area. 11.1 Copies of past examination papers and other forms of assessment Our website provides you with a database of recent exam papers 11.2 Subject advice, educational guidance and student support You are expected to be independent and to take responsibility for your own academic and personal life. However, your study centre should also provide help and assistance. Your tutors will direct your studies and ensure that you know what work you need to cover in any given module. Seek advice from academic staff either during or after class or see them during their office hours. 11.3 Recommended Course Duration 15
It is expected that a student will need at least 12 months of part-time study at an CICRMA Approved Centre (12 months for each level) to complete this programme. 11.5 Certifications - Certificate Of Customer Service - FULL CICRMA - Post - Graduate Diploma In Customer Relationship Management 11.6 Chartered Customer Service Professional (CCSP) Subject to status and grades obtained, holders of the FULL CICRMA Qualification who wish to become CCSP may offer the qualification for such purposes. A two year work related learning in the area of customer relationship management is required to earn the CCSP title. 16